Monday, July 3, 2017

Netflix’s Brand Popularity Rises

Netflix Inc.’s popularity among U.S. consumers is on the rise this year, according to Morning Consult Brand Intelligence data, with similar increases in both subscribers and share price as the company’s second quarter drew to a close on Friday.

Fifty-four percent of Americans said they have a “very favorable” opinion of Netflix as of June 29, up from 41 percent at the beginning of the year, according to Morning Consult Brand Intelligence. In October, that level of favorability was as low as 31 percent.

This year’s gains in popularity come alongside a rise in subscription numbers and the company’s stock price, which has jumped more than 18 percent since the beginning of January. The Los Gatos, Calif.-based company added 1.42 million U.S. customers and 3.53 million international subscribers — both below expectations — in the first three months of the year.

Some of those competitors include Hulu LLC and YouTube Inc., which both debuted live television subscription services this year. Inc. launched its video service globally in December 2016.

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